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Episode #1211: Today we break down fading dealer confidence heading into 2026, hear how Mazda’s retail-led strategy is boosting margins despite tariff headwinds, and look at why holiday shoppers are leaning on real human reviews over influencers.

Show Notes with links:

• Dealer confidence slid hard to close out 2025 as rising costs, shaky consumer confidence, and slowing demand pushed the Cox Automotive Dealer Sentiment Index well below the positive threshold.
  • Current market sentiment fell to 38 (down from 43 in Q3), with franchised dealers holding slightly stronger at 47, and independent dealers lower at 35. Future outlook declined from 46 to 42
  • Customer traffic hit record lows, especially for franchised dealers, with both in-person and digital traffic declining.
  • “Compared to the rest of the year, the current market feels like it’s running out of gas,” said Mark Strand, Deputy Chief Economist at Cox Automotive.

• In a recent interview with Automotive News, Mazda CEO Masahiro Moro breaks down how the brand quietly climbed upmarket—growing dealer throughput, elevating brand value, and pushing margins higher—even as tariffs briefly knocked profitability off course.
  • U.S. market share climbed from 1.7% to 2.6% since 2017, with ATPs jumping from $24K to $33K and dealer throughput nearly doubling at Retail Evolution stores.
  • Tariff pressures led to a temporary loss, but Mazda expects a return to profitability in the back half of the year as CX-30 production adjusts and large-vehicle margins hold strong.
  • On rotary’s return, Moro teased: “2027 marks the 50th anniversary of our rotary engine… What do you want to see?”

• Turns out the real power shoppers this year aren’t influencers—they’re everyday consumers dropping reviews at record pace. Trustpilot reports a massive surge in review activity as buyers lean heavily on peer feedback before spending.
  • Consumer reviews spiked 76% YoY, with nearly 4 million visitors participating in National Write a Review Week.
  • 86% of shoppers checked reviews before buying, and 40% waited specifically for others to post first.
  • Top complaints? Delivery delays, tech issues, and weak customer service.
  • “When people share their experiences, everyone shops smarter,” said Alicia Skubick, Trustpilot’s chief customer officer.

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.
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